“The customer rarely buys what the business thinks it sells him.”
I spent an entire weekend last month researching vacuums.
Suction ratings. HEPA filters. Bagged, bagless, cordless, robot. Brush roll types. Whether the cordless ones actually hold a charge long enough to do a whole house.
Friends, there are entire Reddit forums for this. Passionate vacuum enthusiasts arguing about airflow and cord length.
Honestly, I just wanted something that would clean all of our tile floors without dying halfway through, or dumping the dirt around when you go to empty the canister.
That’s it.
The search drove me to madness.
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Websites do this constantly.
You sell the vacuum. Your prospect just wants a clean house.
You list your credentials, courses, certifications, 6 different ( but not distinguishable ) ways to work together, 3 lead magnets, newsletter signup. ALL the nuts and bolts …
And your prospect is left sitting there thinking about their dirty house.
They don’t want an audit, discovery call, framework, workbook, or 17-step system …
They want to know you can fix their problem, faster than they could figure it out themselves.
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Here’s one of the first questions we ask our clients when we start working together:
“Let’s pretend I’m your prospect. If I decide to hire you, what changes for me?”
Most business owners don’t know how to answer that question.
We ask it out loud because you can’t build the bridge until you’ve stood on the other side, in the prospect’s shoes, wanting the thing they want.
As a business owner, you’re too close and know your work so well, you’ve probably forgotten what it looks like to someone on the outside. The person with the maddening problem they just want to go away.
The fix isn’t to hide your expertise. It’s to lead with the outcome (what your prospect really wants) and let the expertise back it up.
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FYI … we never did buy a new vacuum.
I’m serious. The search was so frustrating that we decided to fix our existing Oreck.
Don’t let your business website become a vacuum sales page.
Before all your specs, credentials and processes, show visitors you understand what they actually came for.
Thank me later. 😉
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Make it a great week! 🙌
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